Is Influencer Marketing Actually Working For Anyone? 08/20/2018

20 agosto, 2018 0 Por Davide Menini

There can’t be too many digital marketing channels that are clearly letting down the people who pump the money in at the top as well as the consumers that campaigns are expected to reach. And in so doing, isn’t it sometimes letting itself down too?
That’s the dubious honour that belongs to influencer marketing after the Competition and Markets Authority (CMA) launched a probe into social media influencers who are not coming clean on financial arrangements behind tweets, pictures and posts.

The marketing authorities could not be clearer and have been pushing the marketing niche to ensure that those who take money for posts are up front about it, most easily achieved with the addition of #ad or #sponsored. I was chatting twith my kids about this the moment the news broke that the sector was being investigated. Their answer was quite startling. Apparently, they are completely used to stars flogging “merch” (merchandise) and bigging up the brands they like without hashtags making it obvious the content has been paid for.

They are also getting used to celebrities and influencers putting a dozen hashtags at the end of the post with one in the middle that is hidden away admitting it’s an #ad. Perhaps more worrisome, several influencers they are aware of are starting to use their own tags. Apparently, #sp is being used by some which, we presume, is short for “sponsored”?

The point is, all of this is designed to cover up ads as natural posts. It’s not just influencers who do this — publishers are notorious for it. In fact, I complained to a local paper just the other day that a sponsored article didn’t make it clear that it was sponsored until readers clicked through. This is, of course, against every IAB UK and Content Marketing Association guideline ever laid out which suggest clarity on native advertising. The feedback I got was that the editorial team in question agree they should be following these guidelines but the bosses at HQ still need some convincing. They presumably prefer the better click-through rate when a piece of content with a strong headline appears to be editorial, rather than advertorial.
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Interim Manage con más de venticinco años de experiencia en el sector del desarrollo de estratégias de Ventas, Marketing y Desarrollo de equipos Comerciales. Des hace 5 años trabajo el mundo del social selling y del marketing de influencers. Me muevo en muchos sectores, desde el Diy a la moda, pasadno por el turismo y las empresas de servicio. En los poryecto asumo responsabilidades como Director del Departamento Comercial o Marketing y asumiendo tareas de Marketing y Comunicación, desarrollando y ejecutando planes estratégicos de apertura de nueva cartera de clientes y desarrollando la estrategia de fidelización clientes (CRM). Con gran capacidad comunicativa, aptitud pedagógica, resolutivo y cooperativo (trabajo en equipo). MAs de 20 años de experiencia en formación en ventas y marketing. Además he trabajado Consultor Senior en instituciones públicas tales como la Universidad Autónoma de Barcelona, IQS, EUNCET, UB, Cámara de Comercio de Sabadell, Terrassa y Manresa y empresas del sector privado. He tenido el honor de ser profesor de marketing relacional en La Salle, en la Universidad Autónoma de Barcelona, y de investigación de mercados en la EUNCET y FundemiIQS. Colaboro habitualmente con el Colegio Oficial de Agentes Comerciales de Barcelona y de Barcelona Activa. Además he sido Consultor Senior de desarrollo comercial estrategico en proyectos MEDA UE (Damasco, Aleppo, Cairo) y en consorcios europeo Expero2EU y Trainet. He tenido el placer de sermiembro del equipo que ha desarrollado el sello de calidad comercial con SGS y COACB